Livia Catania, an executive engagement marketing manager with experience across EMEA, shares her journey from law and journalism to designing high-impact CxO programs. In this interview, she explores how trust, cultural nuance, and outcome-driven engagement help brands earn relevance, respect execut...
For global B2B organisations, English often feels like the safest marketing choice. It scales easily, keeps costs predictable, and avoids the operational complexity of managing multiple languages. In regions like AMER, this approach can be effective enough to justify the trade-off. In EMEA, however,...
By
Lotte Hidma
Local marketing is a strategic approach to engaging customers within a specific geographic area, strengthening local presence, and driving immediate engagement. Expanding B2B marketing into new markets offers significant growth potential but presents challenges like language barriers, cultural nuanc...
Sep 12
Balancing Creativity, Data, and Localization: Ariane Lima Macedo on Driving Global Marketing Success
Ariane Lima Macedo, a senior marketing professional, shares her journey from content creation to leading global campaigns across the US, EMEA, and APAC. She discusses balancing creativity with data, scaling campaigns with localization, aligning cross-functional teams, leveraging AI for efficiency, a...
Aug 19
Global Strategy, ABM, and Sales Alignment: Mariie Vélez on Driving Measurable Marketing Impact
Mariie Vélez, Global Demand Generation and ABM Manager at Thales Cybersecurity Products, shares her decade-long journey across agency and corporate marketing. She discusses scaling global demand generation, orchestrating ABM, aligning sales and marketing, leveraging data for measurable impact, local...